The success of special events relies on planning, and the success of the planning is all about the details. Whether it is a corporate meeting for 100, fundraising event for 500, or conference for 1,000 – many of the same details apply.
With a nod to Journalism 101, here are the basic elements to consider:
- Who is the audience – customers, donors, employees, colleagues, etc.
- What type of event – reception, happy hour, breakfast, lunch, dinner, conference, etc.
- When – time of year, day of week, timeframe.
- Where – hotel, event venue, company headquarters, private home, etc.
- How – market to the public, by invitation via social media or mail, RSVPs or event fee, etc.
- Why – make connections, raise funds, celebration, internal or professional meeting, etc.
While each special event is unique and has its own set of requirements, the following checklist can help form the basis for the road to success:
Agenda. Create an outline version as soon as possible, then develop a detailed agenda that will guide all the elements of the event as well as those responsible.
Approval. Who needs to approve the event and by when? Do you need to run all details by the decision-maker or provide periodic status reports? Clarify the approval process right away.
Budget. Obtain confirmation of the budget and adhere to it.
Invite/confirm speakers. Be specific about dates, times, arrangements, and compensation if any. Provide information about the event theme and the audience profile. It is especially important to outline the timeframe allotted and what capabilities you can offer in terms of A/V.
Hire professionals if possible and as appropriate, especially for the roles of A/V technician, emcee, auctioneer and auction services, as well as security, photographer, florist and caterer.
Food. It is not a special event without food and/or beverages! Working with a hotel or event venue provides the advantage of menu choices and professional presentation. Ask for a tasting in advance.
Permits. Check your local, county and state regulations. Outdoor events often require special permits. Some areas require permits for serving alcohol. Check occupancy limits per the Fire Marshall.
Liabilities. Most venues will require that your organization have liability insurance and provide a copy. Even if hosting the event at your own facility, confirm with the legal team about liability coverage, especially if alcoholic beverages are served.
Ambiance. What atmosphere do you want to project? How about entertainment, music, etc.?
Welcome/Check-In. Pay special attention to how the guest experience will evolve as guests enter your event. Will they feel welcomed? Are the appropriate persons there to greet them? Perhaps the board members or sales team or event chairs can provide a “receiving line” to welcome guests. If check-in is needed, is it easy and seamless?
Nametags. Depending on the purpose of your event, nametags can be a helpful addition, especially to quickly identify key guests.
Attire. Communicate the expected proper attire.
Seating. Strategically determining table assignments, table placement, and/or who sits where is an important element of the success of an event.
Transportation. How will guests arrive? Is there adequate parking and/or available valet parking? Will there be signage to direct guests to the appropriate entrance and room? Are there VIPs that need to be picked up from the airport or other location?
Rehearsal. This will help confirm the flow of the event, troubleshoot any A/V issues, help speakers adapt to the microphone or the need to project their voice, and add a level of confidence to all participants. An abbreviated version of the agenda will suffice.
Mind-Walk. For your own benefit and peace of mind, do a “mind-walk” through the event well beforehand. This is your opportunity to visualize the event taking place and help note any details that might have been missed.
Staff. The best advice is to make friends with the staff who will be executing your event. No need to be a demanding grinch. Firm directions peppered with lots of “thanks” and “nice job” compliments will go a long way toward receiving above-and-beyond quality work.
Volunteers. Likewise about endearing yourself to volunteers. Make sure they have thorough instructions, are treated with ultimate respect, and understand how important they are to the success of the event.
Auctions. If you are doing a fundraising event with an auction, these are three key components: know your audience and procure items to match their interests and demographics; start early and remember your organization is not the only one asking for donations; recruit a committee to help and include individuals with connections who are not afraid to make the ask.
Fun. Factor in some element of fun, whether it is entertainment, giveaways, music, take-home gifts, photo opportunities, or at least something interesting and unique. Your event then will be a memorable one for your guests.
Wear Red. Wearing red or another significant color at the event will help you be easily identified when questions arise and/or someone asks “who’s in charge?”
Post-Event. Follow-up with all who helped make the event happen with a thank you note. If you work with a committee for planning and/or orchestrating the event, plan a post-event celebration and debrief – especially helpful for your next event.
Wishing you many successful special events!
About the Author
Sharon Current began her AWC membership as a student at Trinity University. She 
served as president of three different chapters, which helped hone her management skills. Sharon’s career includes McCann Erickson, Houston Chronicle, The Seattle Times Company, Billings Middle School, St. Anne School Foundation, and Christian Community Service Center. She describes herself as a brand marketer who enjoys building constituent relationships. Recently retired, Sharon continues to serve nonprofits such as Lord of the Streets that provides services for the homeless.
